romney's only down three points. romney needs to carry -- >> but he didn't win. here's the other thing. the average going back to 68, the average undecided has been 13.5%. right now, you have a small undecided electorate out there. you've had $72 million spent by the super pacs attacking the president. what is mitt romney going to say that $72 million hasn't said about the president? is he going to sing -- >> please, no singing. >> isn't it the truth that voters discount what is said in ads, because they already think it's spined and they trust a little bit more what the candidates say? >> people hate negative ads. >> there's a reason why they keep doing it, because they work. >> here's the bottom line, though. annual one of five are watching it. the persuadable voters are watching "american idol" or "dancing with the stars." >> they're going to hear the news the next day. >> the opinion makers, the people that they talk to around the coffee the day after, you folks who talk about it on television, you're going to tell them who won and lost. >> he's an insider. >